Loreal 2013 Annual Report Download - page 41

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Finally, L’ORÉAL PARIS hit the headlines in the United States with
Advanced Haircare, an ambitious range with five modules
targeting the hair needs of American women. Formulated with
arginine, this line is a concentrate of the brand’s haircare
know-how. And to persuade consumers, L’ORÉAL PARIS offered
one million gift samples on its Facebook page!
HOME-USE HAIR COLOURANTS WIN OVER
NEW CONSUMERS
Driven by L’ORÉAL PARIS and GARNIER initiatives, the hair col-
ourant market is attracting new customers. L’ORÉAL PARIS
focuses on fashion and simplicity: the Preference Ombrés
range launched at the end of 2012 has transformed this
trend into a new beauty gesture; and Preference Mousse
Absolue, the first ready-to-use and reusable hair colour by
L’ORÉAL PARIS, meets the expectations of European women
combining practicality with luminous shine.
But the hair colour growth champion in 2013 was Olia by
GARNIER. The technological breakthrough of this ammonia-
free formula, in which the oil acts as a vector for the colour,
is a spectacular success.
Meanwhile, the boom in accessible hair colour is continuing,
with the success of GARNIER’s Color Naturals and Color
Sensations, particularly in Spain and in the Africa, Middle
East Zone.
(1) Source: IRI United States 2013 and Nielsen Trade Desk South Africa 2013 panels.
ODS2
AN OIL DELIVERY SYSTEM TECHNOLOGY ADAPTED TO
HOME-USE HAIR COLOUR WITH OLIA BY GARNIER,
SOLD IN MASS-MARKET OUTLETS.
The Amla legend
wins over Africa
SoftSheen•CarSon, No.1 in afro-specific haircare(1), is
launching Dark and Lovely Amla Legend, a com-
plete range of six products, from a hair relaxer to
haircare products, formulated
with amla, a fruit that comes
from India. The relaxer kit is a
technological first, and is prov-
ing successful in South Africa
and Kenya.
39